|7:30 AM||Registration and Networking Breakfast|
|8:30 AM||Multiplatform Publishing Strategy: How to Double or Triple your Revenue in 5 Years or Less|
|10:00 AM||Morning Break|
|10:30 AM||Content Development Strategy: Understanding the 12 Niche Media Content Models|
|1:30 PM||Audience Development Strategy: Choosing the Right Marketing Platforms for Your Media Business|
|3:00 PM||Afternoon Break|
|3:30 PM||Revenue Generation Strategy: Maximizing Subscriptions with Price and Offer Testing Profits|
|5:00 PM||Networking Reception|
|7:30 AM||Networking Breakfast|
|8:30 AM||Revenue Generation Strategy: Selling Multiplatform Sponsorships to Maximize Profits|
|10:00 AM||Morning Break|
|10:30 AM||Technology Management Strategy: Leveraging the Power of Multiplatform Integration|
|1:30 PM||Business Measurement Strategy: Using Key Metrics to Drive Multiplatform Success|
|3:00 PM||Afternoon Break|
|3:30 PM||Economic Value Strategy: Your Five Year Integrated Multiplatform Business Plan|
|5:00 PM||Day Two Concludes|
8:30 AM | Multiplatform Publishing Strategy: How to Double or Triple your Revenue in 5 Years or Less
The Mequoda System is built on four principles: Attract, Capture, Engage, Monetize. We see all four as discreet strategies that are completely interlocked, and getting your team focused on ACEM metrics is the path to success. In this session, we’ll give you an overview of the System and show you how to attract new users with Google friendly content, capture email contact permission with generous offers, engage email subscribers with relevant daily content and monetize customer relationships in many ways.
We’ll introduce you to CAROTME, Mequoda’s comprehensive framework for managing a highly profitable multiplatform niche media organization. CAROTME represents the seven key components of a multiplatform business plan road map: Content, Audience, Revenue, Organization, Technology, Measurement and Economics. At the Mequoda Intensive, you’ll learn how to build your own road map using a composite case study representing a legacy magazine publisher who has transformed into a 21st century multiplatform success story. You’ll also get real-life examples of publishers who have doubled or tripled their revenues in 5 years or less using the Mequoda Method. ^back to agenda^
A significant challenge publishers face when transitioning from legacy to multiplatform is the number of content models they must now pursue and master. Because of this, publishers are tempted to manage and staff these content models individually, but this is cost prohibitive and often inefficient. Making the cross platform production of content work together in a seamless way is what the Mequoda Method is all about. We have identified 12 content models and have developed a comprehensive set of standards for each model to allow these platforms to be managed optimally and at the lowest possible cost.
The 12 content models include affinity models, where the content is used to build an audience, as well as premium models, where the content is used to monetize an audience. At the Mequoda Intensive, you will learn a process for making the production of this content work cohesively. You will learn how to use high quality content to attract, capture, engage and monetize your target audience in the most efficient manner possible. ^back to agenda^
1:30 PM | Audience Development Strategy: Choosing the Right Marketing Platforms for Your Media Business
One of your primary jobs as a niche media executive is to make sure you are allocating resources in a way that maximizes profit. In a multiplatform world that seems to offer endless ways to reach your customer, this can often appear more complicated than it needs to be. The key to high profitability in multiplatform marketing is to resource and prioritize the channels from most efficient to least efficient. In this session, you will learn how to leverage search engines and other organic media as the core of your audience development program and expand your reach when possible with paid media.
You’ll learn the niche media marketing channels we have identified to be the most effective for multiplatform publishing brands. We will discuss their characteristics, their economics and show you how to leverage them as a group. You will learn how to create a backend environment that’s efficient, supports your business goals and helps you to prioritize resource allocation to maximize your bottom line. ^back to agenda^
Our research and testing on dozens of brands proves that readers don’t want to choose one platform – they want it all. And with our tried and true contrast pricing strategy, you can make it simple for your customers to get it by choosing the all-in-one option, generating more orders, higher customer satisfaction and increased revenues. The single biggest revenue opportunity available to publishers switching from print-only to a multi-edition magazine system for print, tablet and web editions lies in upselling your legacy subscribers into a multi-edition (or as we call it at Mequoda, multiplatform) package.
Based on the fundamental renewal principles that our executive team has used for decades, we’ve created an 18-effort postal and email renewal program in which we use offer, price, platform and incentives to maximize the number of customers that will choose to upgrade from being print-only postal renewals to multiplatform, continuous-service customers who now enjoy unlimited access to your premium content on all five platforms – and renewal mailing costs become obsolete! We’ll also walk you through a 13-week test program built on the same strategies we’ve used to build direct mail campaigns for decades. By the end of this session, you’ll understand all the variables and offer construction that still work in the digital age: hard and soft offers, introductory pricing, auto renewal, payment gateways. You’ll also learn the best practices that are required in a world where credit card continuous service is becoming the norm.
Do you know the difference between sponsored content and whether you’re selling sponsorships, subscriptions, memberships or single purchases, it’s absolutely crucial that you use pricing and packaging to maximize revenue and minimize the cost of sales. In a multiplatform environment where many of your products have virtually no marginal cost of delivery, understanding how to build packages and bundles that appeal to consumers and sponsors is essential to overall profitability and success.
At the Mequoda Intensive, you will get real test data for building a multiplatform magazine product that drives more orders and yields a higher price per order. You will learn how to sell multiplatform sponsorship packages that leverage your market position not only as a multiplatform distribution partner for your sponsors, but also as an expert content producer who can help your sponsors generate messaging that resonates with your shared audience. Don’t miss this session to learn how to use multiplatform bundles, discounts and contrast pricing to take bigger checks from more users and sponsors.
To grow and profit online, a niche media publisher must have an integrated website that drives traffic, builds relationships, sells multiplatform subscriptions and supports multiplatform sponsorship packages. Hence, building a robust and customized digital publishing and marketing system must be a priority for niche media executives, as the only way to maximize revenue per team member is to give them a fully integrated solution that lets them focus on the things they do best and not worry about managing the technology, integration and uptime.
But what’s the best approach for building and managing an integrated and efficient solution? In this session, you will learn how best of breed software can be leveraged to create a fully integrated multiplatform publishing and marketing system. You’ll learn the process of properly comparing the cost differentials between working with an integrated solutions provider versus building your own integrated solution.^back to agenda^
One of the most important discoveries we’ve made in our nearly two decades of building and managing multiplatform publishing and marketing systems is that there are 4 critical metrics that underlie a niche media publisher’s total success. In this session, you will learn what those metrics are, along with all the downstream metrics that feed them and power them. In a world where numbers and metrics seem endless and abundantly overwhelming, we will teach you which numbers to use to drive system performance and profitability.
You’ll not only learn how to identify these metrics, but we’ll show you how to model them in order to operate your business and drive all resource allocation decisions. You’ll gain the tools required to eliminate guessing as you forge ahead with your expansion into the multiplatform niche media space. You’ll take home a complete master business model, including revenues, expenses and profits for the composite case study, and you can use these tools to build and model your complete multiplatform niche media organization. ^back to agenda^
In the 21st century, single-platform legacy media companies are widely out of favor with investors of all stripes. Given the economic leverage that a fully integrated multiplatform publishing operation brings to any media space, it should be no wonder that those are the only kinds of companies that are drawing buyers, investors and key talent. We will discuss how to position your company to all your various stakeholders, including potential investors, buyers and high octane talent and how to communicate your business road map in a way that makes them want to invest their time in your media organization.
In an increasingly competitive landscape, top line investors and the most sought after talent only want to work for companies that have a plan for the future. This final component of CAROTME will show you how to create a brief but powerful business plan deck that allows you to communicate your vision to the stakeholders that your success so greatly depends on. ^back to agenda^